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CG ShopToni Lee Jimenez, Feature Story |
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| Written by CG Girl |
| Friday, 09 October 2009 20:59 |
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Feature Article: Toni Jimenez When you think “entrepreneur,” maybe you’re picturing a Manhattan middle-aged man dressed in a crisp Armani suit glued to his Blackberry. Yet the founder and editor of the world’s first online motivational teen magazine for Latina girls, ChicaGirl Magazine, is in fact Mr. Manhattan’s polar opposite. Think stylish, upbeat, friendly, and outgoing. Twenty four year old Toni Lee Jimenez graduated from Loyola Marymount University with a B.A. in Business Management and Entrepreneurship. Now, at just 27 years old, the heart of this strong and independent woman has had more than it’s share of triumph and tears, including a battle with notable Hispanic magazine, Latina. Born and raised in San Antonio, Texas, Toni attended Incarnate Word, an all-girl Catholic high school. After graduating, this independent-minded young woman chose to venture out of the borders of the Alamo City. She packed her bags and made the move to the known “City of the Stars”—Los Angeles, California. Following her father’s footsteps, she enrolled in Loyola Marymount University. For Toni, the move wasn’t a difficult decision. Not only was her father an alumni of the university, but the majority of her family called California home. “All my family lives in California: grandparents, aunts and uncles and cousins.” In 2003, after obtaining her Bachelor’s Degree in Business Management and Entrepreneurship, Toni immediately entered the political world. “When I graduated, I started working for a political fundraiser.” She had the privilege of working for a top political fundraiser who fundraised for Proposition 49 which was heavily supported by famed actor Arnold Schwarzenegger for famed Proposition 49—the case that looked for increased funding for before-and-after school programs. She was part of history in the making. At that time, California governor Gray Davis was being recalled and Schwarzenegger was elected. After he won the election, Toni was appointed to work directly in the governor’s office in Sacramento. She had the decision to either stay in LA or make the move to Sacramento. “I started working for Arnold’s camp…I worked in his headquarters.” After working for the California governor for about seven months, she was appointed to work directly under Rosario Marin, former Treasurer of the United States, under President George W. Bush. For one year, she worked with Rosario. She encouraged Toni to follow her dreams. And so, Toni decided to move back to LA to pursue her magazine. The most influential people in her life are her parents. “They [her parents] are very hard-working. They have always wanted my siblings, and I, to do what we dream of, and to follow it 100%.” After working in politics, Toni’s business mindset led her to follow her dreams…dreams that began when she started doing research on the Hispanic Community. “I was doing research on Hispanics and where we spend our money the most. It’s at the grocery store and on children’s clothing. I thought, ‘Everyone goes to the grocery store and has to pass the magazine racks,’” That’s when the idea of the first online motivational magazine for Latina teens was born. “For that entire year, I did research on magazine publishing and Latina girls. There’s not a book that says ‘Step one, do this.’ Since I was a business major, I had the mindset. It was good because I learned a lot... You learn everything on your own.” The idea of magazine editor wasn’t Toni’s original intention. She knew she wanted to be an entrepreneur and her original intention was to open a nightclub. She mentioned the idea to several people and they told her of possible negative outcomes. Yet when she mentioned her idea of the magazine, there was not one negative response. In June 2006, LaTEENa Girls, was born. Little did Toni expect that another major magazine would make a call that would change her life. “I came back to San Antonio [from L.A.] and had a launch party. It was covered by several media. The party was on a Saturday. Literally, the next day, I got a call from Latina. They sued me here and in New York.” National recognition is usually what everyone strives for. For a person of business, the more your business expands tells of the quality of your success. For a young woman fresh out of college and stepping into the harsh realities of the world, this was not the kind of stepping stone she could ever have pictured. “Here I am getting sued by a huge company. I cried a lot of days. It really makes you see the person you are.” Toni did not give up the fight. What could have been a holdback…that could have been the “no” in Toni’s dreams, actually turned into a blessing. After meeting with then Editor-In-Chief of Latina magazine, the two worked out a deal to have Toni’s magazine run ads throughout its page, with the condition that the name of her magazine was changed. The new name, ChicaGirl, was actually picked by girls from schools Toni visited. The whole ordeal turned out to be a blessing in disguise. True perseverance by a person whose passion outweighs any setbacks will ultimately receive the benefits and rewards of the desires in their heart. The original purpose of the magazine of being motivational to young Latinas has truly lived up to its intent. ChicaGirl magazine has partnered with the University of the Incarnate Word in providing $80,000 worth of scholarships in two years. The recipients of this scholarship money are students that exemplify leadership and excellence in areas of academics, extracurricular activities, community service, and in their lives. For Toni, education was an extremely important part of her career—and she wants others to recognize the importance of a college education. “I wouldn’t be here today. What you learn in college does help you in real life. You really will learn a lot.” Without realizing it, this young woman has become a role model and an inspirational person for girls and women everywhere. She has a working desire to give back to her community, especially the Hispanic community. She wants to make a difference in the lives of young Latinas—especially helping change how they feel about college. It surprised her how low the numbers are of Hispanic women in college. By creating a magazine that will inspire girls from very young, she believes these young girls will eventually desire to attend college. Recently, Toni received a phone call from a reporter wanting to interview her. The reporter said she heard about the magazine from her 8-year-old niece. The reporter told her that her niece had found the magazine online and noticed the cover girl. She was so excited when she saw that the cover girl looked “just like her.” She even asked her aunt which celebrity was on the cover. That’s when her aunt saw the positive difference ChicaGirl was from other magazines. Those were the words Toni wanted to hear. Every cover girl is not a perfectly retouched celebrity whose life consists of partying and tabloid making. ChicaGirl features real-life girls who have an inspirational story behind them. Cover girls are those who have a “motivational/inspirational story, who are a role model, and who are dedicated to their education.” Inside the pages of every issue are the written words of those very same girls that ChicaGirl represents: the everyday girl. Toni encourages youth to submit their written work for every issue. Articles written vary from staff, interns, and people all across America. Her desire is to let everyone showcase themselves through their own work. Toni has enjoyed the praise she receives from schools, counselors, and the parent’s of girls who read the magazine. She has spoken to a countless number of schools; ranging from 4th grade all the way to the University level. She loves the fact that a mother can recommend the magazine to her daughter without having to question its contents. The magazine’s official website, www.chicagirlmagazine.com, has made an amazing online presence. With over 3,500 members, the magazine is growing everyday. The concept of “family/familia” was an idea in Toni’s mind after her magazine initially went public. “I wanted something for the girls to communicate with each other positively. I really want the readers to become friends.” Therefore, the magazine features a community where girls can make a connection with each other through an online presence similar to other social networking sites. other social networking sites. Making the magazine an online presence was a huge part of the idea behind the magazine. “I am a for-profit with a non-profit mentality.” Toni wanted to make the magazine free to subscribers who want to read it—online accessibility makes this possible AND it can be accessed 24/7. It is also environmentally friendly since paper is not needed for print purposes. If you spend one day with Toni, you will only grow to like her and admire her even more. It is not the usual case that an editor-and-chief of a national magazine spends her time working one-on-one with her readers. For a person who has every reason to be “too busy” for anything else, Toni has this personality that makes you feel like you’re the only person in her life. She’s your best friend you go shopping with. She’s your business partner who helps you in an important decision. She’s not the girl you picture turning on the fan at a photo shoot, or clamping a girl’s dress in with jaw clips, but she does that too. She’s your best friend who just happened to make history with the start of the first online national magazine of its kind. She’s all of it. |
